Flyer distribution is an excellent marketing tool: it’s tangible, trackable, and generates impressive results. No wonder it’s such a popular strategy in the United States and Canada!
There are several key flyering players on the North American continent, including national postal and government-owned companies, direct mail disruptors, local street marketing agencies, local event staffing agencies, local direct mail printers or mailers, and out of home (OOH) and digital out of home (DOOH) companies. But what does this mean – and how can flyer distribution benefit you?
Types of premium flyer distribution companies
In both the U.S. and Canada, there are several incarnations of flyer distributors. Let’s explore them:
- National postal and government-owned companies, such as the United States Postal Services and Canada Post, are focused on direct mail and have international coverage.
- Direct mail disruptors are specialized direct mail at a national or local level and offer tracking services.
- Local street marketing agencies are usually small local businesses that distribute marketing materials and samples.
- Local event staffing agencies specialize in providing temporary workers for promotions such as flyering.
- Local direct mail printers or mailers offer a one-stop solution for businesses looking to reach a targeted audience through the mail by designing, printing, and addressing the direct mail piece.
- OOH (Out-of-Home) and DOOH (Digital Out-of-Home) companies provide advertising solutions through various physical and digital media displayed outside the home, such as billboards, posters, and experiential marketing activations. They provide services such as design and creative, media planning and buying, and campaign management and reporting.
Pros and cons of flyer distributor types
Like any method, flyer distribution has its fair share of advantages and disadvantages that must be considered. By shedding light on these aspects, we aim to help you decide who to choose for your campaign!
Pros
National or Government-Owned:
- You can expect a professional and effective service.
- They have access to in-depth demographic data and can help you to reach specific audiences based on location, interests, or other criteria.
- These companies often have extensive networks, with some having the ability to carry out international campaigns!
Local Agencies:
- Local agencies deeply understand the surrounding market and are intrinsically connected to the community.
- They are typically cost-effective and fit better into budgets than nationwide services.
- Local agencies are often well-established and have garnered a loyal following, meaning they have a solid reputation.
Direct Mail Services:
- Direct mail companies are experts in targeted flyering. Such services allow for personalization by sending flyers directly to specific households.
- Many direct mail companies provide advanced tracking systems that can help you monitor your campaign’s success.
- Additionally, these services often include design and printing.
Cons
National or Government-Owned:
- Professional distribution services often come with a hefty price tag, with the cost depending on location, distribution channel, and quantity of flyers.
- You may have limited control over the exact distribution locations or timings.
Local Agencies:
- Local agencies often focus on one specific area – a town or city. Therefore, they cannot support national or international campaigns.
- Moreover, they may not have the technology larger companies have, meaning there may be issues with flyer tracking or data gathering.
Direct Mail Services:
- Direct mail can be quite expensive, especially in comparison with other forms of distribution.
- There are concerns about sustainability, as direct mail generates paper waste. Some companies have environmental initiatives in place to combat this issue!
Conclusion
Choosing the right flyer distribution company requires careful consideration. Ultimately, the decision should be based on your needs, budget, target audience, and desired outcomes. Thousands of companies across the U.S. and Canada can help you achieve your goals, and by researching and weighing up the pros and cons, you’ll be able to find a company ideally suited to your campaign needs.
